Digital
“Authenticity is crucial in digital storytelling”: Shiva Bhavani
Mumbai: Digital storytelling is much more than a marketing buzzword; it is a fundamental approach to connecting with audiences on a deeper level. It involves the integration of narrative techniques with digital media to create an engaging and immersive brand experience. Wing Communications understands that in the crowded digital marketplace, a brand’s story must cut through the noise and leave a lasting impression.
Whether it is devising market strategy or social media marketing, paid media, influencer marketing, content marketing, public relations, online reputation management, B2B lead generation or helping you set up your website with technology, the agency provides all services. In a short time, it has already notched up an array of interesting clients like- Exchange Connect, DBMCI, Decathlon, LendBox, TickleRight, AnalytixLabs, and many more.
Indiantelevision.com reached out to Wing Communications CEO Shiva Bhavani, where he briefly touched upon some key insights for the topic: The Art of Digital Storytelling and Brand Building
Edited excerpts
On core principles you employ when crafting compelling narratives for digital brand building
At Wing Communications, we believe in a collaborative framework based on deep listening and understanding each brand we work with. We focus on creating unique and innovative marketing solutions that resonate with our clients’ target audiences. Our core principles include understanding the brand’s vision, identifying the audience’s needs, and crafting narratives that bridge the gap between the two.
On ensuring narratives created by you resonating with the target audience and effectively communicate the brand’s message
We ensure that our narratives resonate with the target audience by conducting thorough research on their needs, preferences, and pain points. We then craft narratives that speak directly to these aspects, making the brand’s message relatable and impactful. Our team of experts works closely with clients to refine the message and tailor it to the specific audience.
On approaching the integration of storytelling across various digital platforms, such as social media, websites, and email marketing
Here at Wing, we believe in a multi-channel approach to storytelling. We create a unified narrative that flows seamlessly across all digital platforms, ensuring consistency and cohesion. Our team of experts crafts engaging content for each platform, from social media posts to email campaigns, to website copy, and more.
On capturing and maintaining the audience’s attention through storytelling in this fast paced digital landscape
In today’s fast-paced digital landscape, we focus on creating engaging, interactive, and immersive storytelling experiences that capture and maintain the audience’s attention. We use a mix of visual and written content, along with interactive elements like quizzes, polls, and gamification, to keep the audience engaged and interested.
On authenticity playing a key role in digital storytelling, and ensuring that brands come across as genuine to their audience
Authenticity is crucial in digital storytelling. We ensure that brands come across as genuine by staying true to their values, mission, and vision. Our team of experts works closely with clients to understand their unique voice and tone, and we craft narratives that reflect this authenticity. We also emphasise transparency and honesty in our storytelling, avoiding any misleading or manipulative tactics.
On the evolution of digital storytelling in the coming future, and your company preparing to adapt to these changes
In the future, we see digital storytelling evolving to incorporate even more immersive and interactive elements, such as augmented reality and virtual reality. At Wing Communications, we’re preparing for these changes by investing in the latest technologies and training our team to stay up-to-date with the latest trends and best practices. We’re also focusing on developing our expertise in areas like data-driven storytelling and personalisation to better connect with our audience.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
